The company’s strategy is to focus its activity on emerging European markets where liberalisation is taking place and where traditional state monopolies are beginning to loosen their control on the betting industry.

Within these emerging markets, Internet penetration is still in its early adopter phase and the company's strategy is to build a brand through offering a combination of terrestrial and Internet betting activities.

At present the Betshop Group operates over 500 franchised licensed betting offices throughout Italy, Romania, Germany, Lebanon and Cyprus. The company is building up significant brand awareness within these countries which it believes will stand it in good stead as the gambling market matures, allowing the company to convert and leverage its terrestrial customer base to the online channel thus increasing its marketing yield and revenue growth.